As part of its vision to be one of the top five players in the national scene, Kolkata-based Anmol Biscuits Pvt Ltd (ABPL) has roped in soccer star Baichung Bhutia as their brand ambassador and had entrusted the creative duties for their advertising to Rediffusion Kolkata recently.
While Rediffusion was appointed after a pitch featuring several leading agencies some time back, Baichung has been signed on recently. To begin with, he will endorse their flagship brand, Anmol Marie, which is being relaunched with an improved product formulation and new packaging.
Confirming the developments, Bimal Chowdhury, Director, Anmol Biscuits, said, “Baichung as a footballer stands for all the core values of the brand. He is an entertainer who innovates, exhibits versatility and is a wonderful performer – just like Anmol Marie, which is very much popular in both young adults and pre-teen segments.”
Mrinal Sen, General Manager-Marketing, Anmol Biscuits, added, “Looking at the big picture from a long term perspective, the 2006 FIFA World Cup Germany is a great opportunity to kindle our consumers’ interest in football. There is a clear link between the brand values of Baichung and Anmol range of products, and we hope to bring these values to life by enabling our TG to view our products in a new light through Baichung’s equity and reputation.”
Baichung’s charisma and mass appeal, particularly in the Eastern market, was expected to add values of excitement, celebration and youthfulness to Anmol, according to sources at Rediffusion.
“Our focus is to establish and position brand Anmol all over Eastern India at top-of-the-line level and thereby, enrich the ‘defining moment’ related to the product consumption,” explained Tathagata Chatterjee, Client Services Director, Rediffusion Kolkata.
The cornerstone of the campaign will be a TVC conceptualised by the Rediffusion Kolkata creative team and produced by Genesis, which had Prahlad Kakkar himself braving the Kolkata monsoons as Director.
It essentially depicts a day in Baichung's life, where he walks along the streets and lanes of Kolkata, manoeuvering a football all the time, and in the process capturing how Anmol Marie permeates everybody’s life , including Baichung’s himself.
The campaign, which rolled out on October 19 with five-second teasers, will be a multi-media one encompassing television, press, outdoor, radio, and POP.